King Features has united Betty Boop with international sports brand FILA in partnership with FILA’s Japanese licensee, Daiwabo Advance Co., Ltd.
The line launches this month and includes cropped, regular and long T-shirts and hoodies.
Product will be sold in FILA stores and online, as well as in specialty and independent retailers.
“This is a perfect integration of two iconic brands, even including a unique Betty logo modeled on the FILA insignia,” said Cathleen Titus, King Features vice president, international licensing.
“We’re thrilled to present Betty in a new way to her Japanese fans. Particularly in Japan and Asia, Betty’s confidence, sweetness and sassiness, combined with strong image recognition, have made her very appealing for brand collaboration, not only in fashion but now in sport as well.”